Crowd Sourcing Attracts Mainstream Marketers

For several years now, companies large and small have experimented with using the wisdom and labor of crowds for creative services from ads to logos to product ideas. To its proponents, these are merely early efforts at using far-flung digital collaboration to democratize the marketing world. But detractors see a wolf in sheep's clothing as companies seize an opportunity to get spec work done on the cheap, along the way commoditizing the backbones of the ad world: creativity and ideas.

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